Case study of international communication of Chinese culture: strategies, shortcomings and suggestions——With CGTN cultural program VIBE as an example
中国文化国际传播案例分析：策略、不足与建议——以CGTN文化节目VIBE为例

摘要

国际传播事业已提到国家战略层面，是提升国家软实力和话语能力的重要途径之一，也是当代国际政治竞争的底层逻辑。CGTN文化节目VIBE积极响应国家发展战略，不断创新文化传播策略，有效改善了中国文化在世界文化版图上的“缺位”和“失语”问题。本文将从VIBE的节目定位、传播理念和内容制作三个层面，分析其对外传播的策略、不足以及提出相应的建议，从而为节目更好的发展，为中国文化更好的传播提供借鉴和参考。

Abstract

The international communication of China has risen onto the national strategic level. It is one of the critical ways to enhance the country's soft power and its discourse capability, and is also the underlying logic of contemporary international political competition. CGTN cultural program VIBE actively responds to the national development strategy by constantly innovating cultural communication strategies, which effectively relieve the pressures in terms of "vacancy" and "absence" of Chinese voice in the world cultural landscape. This article will analyze VIBE's communication strategies, shortcomings and offer corresponding suggestions based on the program’s positioning, communication concept and content making,in a bid to serve the better development of the program and the more effective communication of Chinese culture.